world’s top selling antibiotic, Ceclor. They also began to diversify their portfolio with the purchase of Elizabeth Arden in 1971 and IVAC in 1977. In 1982 Lilly pioneered and introduced the first genetically engineered drug. Lilly also launched a new drug for the treatment of clinical depression in the 1980’s. Prozac became their top seller and accounted for almost 30 percent of the company sales. In the 1990’s Lilly also introduced a stream of innovative products, but began to be affected by the
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Service Brand and Product Brand Contents Introduction 1. What is brand 1.1. Elements of Brand 1.2. Benefits of branding 1.3. Significance Of Adopting Proper Branding Strategy 2. Service brand: 2.1. Features Of Service Brand 2.2. Role Of Employers In Success Of Service Brand 2.3. Role Of Consumer In Success Of Service Brand 2.4. Challenges Service Branding Is Facing 3. Product Brand: 3.1. Features Of Product Branding 3.2. Role Of Manufacturers In Success Of Product Brand 3.3.
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Creating Brand Equity GENERAL CONCEPT QUESTIONS Multiple Choice 1. At the heart of a successful brand is ________, backed by creatively designed and executed marketing. a. price b. promotion c. a great product or service d. a great slogan e. a brand concept Answer: c Page: 260 Difficulty: Easy 2. The strategic brand management process involves four main steps. Which of the following would NOT be among those steps? a. Measuring consumer brand knowledge
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Chapter 15 * Brand * Brand Identity * Brand names, logos, positioning, brand associations ,brand tons and brand personality * Good first impression and evokes positive association * Brand Positioning * What business the company is in * What benefits provides * Why is better than the completion * Tool used for building brand Identity * Use a set of tool to strength * Project the brand image Strong brands exhibit * Owned word –name should trigger
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target market of this product, its strengths and weakness of how the customer buying pattern influenced by factors. This report tells us that how we launch a new soyabean oil brand in the market, how the company selects their target market, how they select their brand name, logo, logo color, slogan, how its pricing strategy, brand sense, brands elements, factors influence the customer buying pattern. It also mentions that what are the packages of soyabean oil launch into the market according to customers
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industrial purposes. * This will not damage the brand name that they have created for themselves in the natural diamond industry as opposed to if they decided to do both synthetic and natural diamond industry. * Less risk if they decide not to enter a new industry that is growing, however not positive if maybe just a fad. * If they stay in current they have to do product development which means to stay in the same market but develop new products. * This way they can differentiate themselves
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analyse the Unilever’s brand performance. Such as the means-end chain might be used to analyse which brand appeals to customers and which benefits them. This might also be used to see which brand/product has good communication with customers and which one is weak. New Product Development Model * Idea stage (Ready) * Development stage (Aim) * Implementation stage (Fire) The Boston Consulting Group (BCG) Matrix Helps to analyse portfolio of their products, brands or business overall
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explains the concept of brand equity in a specific industrial marketing setting. Studies do point out cases where price and the hard tangible factors of the physical product do not fully explain the purchase decision. The purpose of this study: To explore the existence of brand equity in a specific business-tobusiness product setting; To investigate the sources of brand equity and its appropriate communication channels; The relative importance of brand relative to other purchase
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was initially seen as one of the most successful brand extension launches in recent history, Stella soon found itself with rapidly declining sales. How does this happen to one of the most prestigious beer manufacturers? How do they regain relevance in the modern world? Stella Artois History of Brand Stella Artois traces its long history back to 1366 when the Den Hoorn brewery opened its doors for the first time in Leuven, Belgium. The Artois name first came to bear in 1717 when Sebastian Artois
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Strategic Brand Management Case study: Harley-Davidson Contents Question 1 3 Question 2 5 1. Brand elements 5 2. Criteria 6 Question 3 8 1. Custom Vehicle Operations program (CVO) 8 2. Harley Owners Group (HOG) 8 3. Bar café 8 4. Exchange of motorcycle 9 5. Companies can learn from H-D 9 Question 4 10 1. Definitions 10 2. Equally successful 10 3. Non-equally successful 10 4. Co-branding or not? 11 Question 1 -------------------------------------------------
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